2013 DCBA Strategic Plan - Destination Cape Breton Association

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sustainable tourism destinations and accelerating the exposure of experiential tourismtechniques and formulas to a wider audience of tourism entrepreneurs and influencers.oSTEP processes underway in Louisbourg & Baddeck8. Deliver a storytelling session (52 participants total)oFive storytelling sessions were held Islandwide:• Louisbourg (6 participants)• Sydney River (10 participants)• St. Ann’s (10 participants)• Inverness (16 participants)• St. Peter’s (10 participants)9. Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10). AMRrefers to a business improvement program that offers individual tourism operators theability to increase their standards of excellence and be more responsive to emerging tourismtrends in an inexpensive and timely manner.oNine AMR participants and two value-added reports completed in CBRM andInverness County:CBRM:• Louisbourg Playhouse• Old Sydney Society• Cape Breton Centre for Craft & Design• Cape Breton Miners Museum• Sydney Port CorporationInverness County:• The Clove Hitch• Inverness County Centre for the Arts• Les Trois Pignons• Centre de La MiCareme• Celtic Music Interpretive Centre (value-added report)• Glenora Inn & Distillery (value-added report)oAccelerated Market Readiness: A follow-up questionnaire was distributed to allparticipants of the AMR. All respondents responded that they were either verysatisfied or satisfied with their consultant, were provided with a satisfactory reporthighlighting organizational strengths and recommendations for moving forward, andwere provided with after-care in a timely and effective manner.In order to ensure that we have the proper in-house capacity to deliver product development initiatives,the hiring of consultants may be deemed necessary, in addition to mentorship with the province.13
1.3. Go Forward - Ensuring After-Care for OperatorsDoing business in tourism has changed dramatically over the past number of years. The shift towardexperiential tourism has seen many destinations delivering experiences in new and innovative ways. TheCanadian Tourism Commission (CTC), Canada's national tourism marketing organization, is a recognizedleader internationally in understanding who the potential travellers to Canada are. THE CTC has gonebeyond traditional market research to find out exactly why people travel and why different types oftravellers seek out entirely different travel experiences. This has resulted in the Explorer Quotient® (EQ).This innovative market segmentation tool comes from the science of psychographics – an evolution ofthe traditional field of demographics. Instead of defining people based on age, income, gender, familystatus or education level – psychographics look deeper at people's personal beliefs, social values andview of the world. These factors are what drive real people to seek out certain types of experiences.Knowing who our customers are and what kind of experience they're after helps us attract our bestcustomers and make the most of their visitor experience.There are 9 explorer quotients and Cape Breton Island is the ideal destination to target two specifically;the cultural explorer and the authentic experiencer.Cultural ExplorerIn the world of explorers, you are a Cultural Explorer. You seek constant opportunities to embrace,discover, and immerse yourself in the entire experience of the culture, people and settings of the placesyou visit. Not content to just visit historic sites and watch from the sidelines, you want to participate inthe modern-day culture as well. You often attempt to converse with locals, attend local cultural festivals,or go off the beaten track to discover how people truly live.Most likely to be seen at heritage sites, cultural events, museums, and festivals.http://us.canada.travel/EQTypes/CulturalExplorerAuthentic ExperiencerIn the world of explorers, you are an Authentic Experiencer. With a foot in both worlds, you appreciatethe understated beauty of natural and cultural environments. You enjoy using all of your senses whenyou explore your chosen destination and really get to know the places you visit. You quickly adapt topersonal challenges and risks, easily figuring out how to make the most of every situation. You want tobe fully immersed in your travel experiences and tend to stay away from group tours and rigid plans.Most likely to be seen at nature reserves, world heritage sites, hiking trails, and museums.http://us.canada.travel/EQTypes/AuthenticExperiencerIt is critical to the success of our operators that we offer opportunities and support to enhance existingand new product offerings Island wide based on the EQ Visitors that we target; the Cultural Explorer andAuthentic Experiencer.14
Page 3 and 4: Destination Cape Breton Association
Page 7 and 8: BackgroundIn January 2010, Destinat
Page 9 and 10: o Total of 7 experiential tourism a
Page 11 and 12: ooKelsey Peters, DCBATera Lee - Fra
Page 13: Donelda’s Puffin Boat ToursFigure
Page 17 and 18: 5 of 11 operators (45%) would benef
Page 19 and 20: At the end of the process, the STEP
Page 21 and 22: 2.0 2013 Marketing Agenda2013 marks
Page 23 and 24: See Places of 2013” by National G
Page 25 and 26: leveraging their Market Portfolio A
Page 27 and 28: The marketing investment in Halifax
Page 29 and 30: DCBA worked with Ambassatours / Gra
Page 31 and 32: Visual improvements to the quality
Page 33 and 34: island - in June from The Fortress
Page 35 and 36: FACEBOOK - WWW.FACEBOOK.COM/TOURISM
Page 37 and 38: • Community is 1,774 twitter user
Page 39 and 40: esults of Pinterest as a viable con
Page 41 and 42: 2013 Marketing PartnershipsIn early
Page 43 and 44: 3.0 Visitor ServicesCape Breton’s
Page 45 and 46: 3.1.1 Goals for 20121. Consultant t
Page 47 and 48: Increase the number of visitors to
Page 49 and 50: APPENDIX AProduct Development Commi
Page 51 and 52: 4. Rework your marketing budgets -
Page 53 and 54: 17. Fix the kiosks you put up four
Page 55 and 56: 10. Make it obvious when your busin
Page 57 and 58: APPENDIX DLouisbourg 300 Marketing
Page 59 and 60: I. OVERVIEWThe 300 th anniversary o
Page 61 and 62: III. TARGET AUDIENCEThe target audi
Page 63 and 64: situation. Authentic Experiencers w
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Television advertising will include
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Out of HomeTo complement the other
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A contest provides a way to not onl
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The microsite should also have a
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Apr-SepRadio20,000 Negotiate media
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Promotion of Experiences and Packag
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APPENDIX ECommunications and Sales
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Business Community Member Engagemen
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Product DevelopmentTo heighten the
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NewslettersCreate and distribute re
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APPENDIX GMarketing Committee Chang
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2013 DCBA Strategic Plan - Destination Cape Breton Association

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